“Our strategic vision at EA is to create a single backend system so that we can truly embrace the secular trends in our industry that are creating massive growth for games,” said Taneja, adding that the move will allow EA to “embrace all of the new business models” which may come out of the project.

The unified log-in system will allow users to find others to play supported titles with, and communicate across platforms.

“We rebuilt our backend infrastructure on a fundamental level. It’s all about entertainment, but we realize that the way consumers are interacting with entertainment is different. They consume in bite-size chunks throughout the day, on the console, on a PC at work, and on mobile,” Taneja explained, noting that the new system will allow players to log-in using any ID – such as Facebook or Gmail – and the system will automatically recognize the player no matter the device to connect gamers “across all platforms.”

This will also allow players to log-in on one platform, and continue playing the same game on another – such as Plants vs Zombies on PC and then on iPhone.

“All of our games will enable types of experiences that are congruent and consistent on the PC, consoles, smartphones, and tablets,” Taneja said. “We have a complete re-architecture of our data systems that gives us a single view of the data, [plus], we can do better custom offers, promotion, and reaction to gamer feedback.”

The end result will also save EA on data storage costs, resulting in a “positive effect” on digital revenues.